Healthcare Marketing

Umbrella Health

Continuing our successful two-year partnership with Umbrella, we were briefed to plan and execute Umbrella’s second Freshers Week campaign, raising awareness around the importance of chlamydia testing to students across Solihull & Birmingham.

Client

Umbrella Health is committed to providing free and confidential sexual health care across Birmingham and Solihull, through clinics and Pharmacy services.

Objective

Big Cat was tasked with planning and managing a multi-channel campaign to coincide with freshers’ activity for colleges and universities across Birmingham and Solihull.

The main objectives of the campaign were:

To raise awareness of Umbrella

To direct students to the website to order STI sampling kits

To raise awareness of the risks of chlamydia

We proposed a variety of channels to help boost sexual health awareness amongst both college and university students, whilst offering Umbrella’s services as a source of protection and advice.

Furthermore, Umbrella commissioned a series of two animations which were centered around the theme of ‘You wouldn’t take it out with you, so don’t bring it back’ in relation to chlamydia. The animations – one male-focusedand the other female-focused, featured voiceovers who dropped in chlamydia symptoms to an otherwise general conversation about what to take on a night out. As part of our campaign planning, we planned activity to specifically promote these animations to maximise their potential for engagement and exposure

What our clients say about us

The campaign execution directly contributed to the Umbrella Health website receiving a 20.84% increase in sessions and a 24.82% increase in new visitors...

Delivery

During the campaign, students at universities and colleges across Birmingham and Solihull were targeted, with activity running consistently from Monday 4 September to Monday 25 September, so as to capitalise on high levels of social activity amongst our target audiences during the Fresher’s period for both colleges and universities.

To reach the target audience for the campaign we used a range of social media platforms, reaching our target audience on channels on which they regularly use throughout their day. In channels, we employed Facebook & Instagram Ads, Facebook Boosted Posts and Twitter Boosted Posts. In addition to these platform, we also ran ads on Snapchat, with specific ads adapted from the gender-specific animations attracting over 12,400 ‘swipe-ups’ (clicks to the website).

To further maximise the potential reach of the animation, we utilised 15-second cuts of each animation to run YouTube pre-roll ads, targeting our audience by age, location, gender and interests.

We also partnered with popular media platform, Birmingham Updates, to deliver a live Q&A with two Umbrella Health service specialists. The service specialists ran through a serious of frequently asked questions, explaining Umbrella services in more detail, in addition to answering questions and queries as and when they came through from users viewing the live stream. The video received a really positive reaction, resulting in high levels of engagements, and can be viewed here.

In addition to the live Q&A, Birmingham Updates also published a series of posts promoting Umbrella Health services and the animation videos via their Facebook page, which not only boosted brand awareness, but also attracted users who tagged friends/family members in posts, further expanding the reach of campaign messaging.

Results

The campaign achieved the following results:

The Google AdWords PPC campaign received 18,154 impressions and 2,232 clicks, achieving a CTR of 12.29%

Facebook and Instagram ads received a total of 172,131 with 1,183 clicks to the Umbrella website